In a significant push to celebrate and promote India's unique regional heritage, the third edition of the GI Mahotsav kicked off in Mysuru, with experts calling for aggressive promotion of Geographical Indication (GI) tagged products at national and international forums. The four-day event, GI Mahotsav 3.0, is being held at the Central Food and Technological Research Institute (CFTRI) campus, bringing together producers, policymakers, and market specialists on a single platform.
GI Tag: More Than Just a Label
E Somasundaram, Director of the Directorate of Agribusiness Development Board (DADB) at Tamil Nadu Agriculture University, delivered a compelling keynote on Friday. He stressed that a GI tag is not merely a certification; it embodies the heritage, culture, traditions, and craftsmanship intrinsic to a region. "GI protects products that are deeply rooted in the soil and soul of a place," he remarked, highlighting its role in safeguarding the uniqueness of India's agricultural varieties, foods, handlooms, and traditional knowledge systems.
Somasundaram pointed to the vast international market awaiting authentic GI products. He explained that strategic promotion can unlock a triple benefit: boosting exports, promoting tourism linked to product origins, and significantly empowering the rural economy and local artisans. This, he said, opens doors for farmers and producers to access premium markets, ensures value appreciation for their goods, and creates sustainable livelihoods.
A Vibrant Platform for Heritage and Commerce
The GI Mahotsav 3.0 is a collaborative effort organized by the Madurai Agribusiness Incubation Forum (MABIF) of Tamil Nadu Agriculture University, the Ministry of MSME, and CFTRI. The event builds on the success of the first two editions held in Madurai and Kanyakumari in Tamil Nadu.
Presiding over the event, CFTRI director Giridhar Parvatham outlined the festival's core intention: to provide a dynamic platform for GI producers to interact with food technologists, quality experts, and market specialists. This interaction is crucial for enhancing product value and ensuring they meet global standards.
The mahotsav features an array of activities designed to foster learning and networking:
- Expert sessions on GI success stories and challenges.
- A hackathon to spur innovation.
- A start-up expo showcasing entrepreneurial ventures.
- Cultural performances celebrating regional diversity.
- Essential discussions on food testing validation for farmer benefit.
Visitors can explore 54 stalls displaying a diverse range of GI-tagged products, offering a tangible experience of India's rich geographical heritage.
India's GI Journey and the Road Ahead
The event also served as a reminder of India's pioneering GI journey. Darjeeling tea holds the distinction of being the country's first registered GI product. It has since been joined by a growing list that includes specialties like black rice, Nanjanagudu Rasabele, Mysuru Betel Leaf, and the renowned Mysuru Silk.
The consensus among speakers was clear: systematic promotion of GI products is vital for preserving cultural identity while driving economic growth. By connecting authentic producers directly with conscious consumers and global markets, initiatives like the GI Mahotsav play a critical role in ensuring that the story behind every product—woven into the fabric of its region—receives the recognition and commercial success it deserves.
